Marketing Communication Strategy: Upscaling Skin Foundation Sales - Essay Sample

Introduction

This memo will serve to present a marketing communication strategy to be followed by the marketing team at company X towards the upscaling of the sales of its skin foundation products. Marketing Communication is the means a firm uses to send words concerning the products it sells. That can either be done directly or otherwise to convince clients into to purchasing the goods or services (Sarwar, 2018). Marketing communication can happen through sales promotion, public relations, and advertisement. Of them all, ads have the most expansive reach and with the highest message delivery frequency. Digital marketing has lately emerged as one of the most efficient and widely used methods of marketing communication. It uses such equipment as computers, cell phones, and other media to promote goods and services (Sarwar, 2018).

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Company X’s Marketing Communications

Company X must focus on potential clientele. Our targeted clients are the players in the cosmetic industry, specifically those involved in skin care services and skincare products. If we can understand well the audience we are targeting, even the way they conduct their purchases, then we sure will be a cut above the market competition. Such a move will also see the marketing communication scheme we have put in place to succeed. To ensure this, therefore, the target market must be thoroughly researched to yield success. Both the physiographic and population determination methods must, therefore, be put in place correctly to yield successful advertising effort and for a rise in client base to be realized (Avery & Teixeira, 2019).

The users of skin foundations have steadily risen at a rate of 80% among individuals and businesses who are into cosmetic products. The same research added that about 90% of those who participated in the survey reported that they are not well understood; hence most advertisements have left them out (Avery & Teixeira, 2019). Company X should, therefore, appreciate its clientele very well. Towards this understanding, our marketing communication strategy will have to employ the 6M approach, which includes mission, market, message, media, money, and measurement (Avery & Teixeira, 2019).

Both the mission and the market belong to the strategic intent and require that we will have to state our objective. The objective here is what we intend to achieve, or the mission for the communication. Next, we will have to define our audience, which will be our target market. As the marketing team, we need to understand what might motivate a client to buy our skin foundation products (Sarwar, 2018). That knowledge will be necessary for directing our focus towards an integrated marketing communication procedure.

In this case, we will have to choose between channels such as personal selling, TV advertisements, search advertisements, and coupons. The first has the cognitive think effect, while the second has affective feel while the last has the behavioral impact (Avery & Teixeira, 2019). Our communication will have to define the targeted audience well, to help design communication that will resonate well with the market, and to which the clients we target will find appealing. Audience definition transcends the common demographic factors of age, sex, gender, among others. It involves the psychographic factors like knowing what the target client already knows, feels, and believes about the product (Sarwar, 2018).

The message and the media will constitute our execution strategy. Our team will either have to come up with a communication plan with a customized narrative of the culture or behavior of the target market or one that combines the visual and speech methods in all the promotions (Avery & Teixeira, 2019). The message should merely turn the business plan into a story. We may opt for either an emotional or rational storyline. Our media of choice, in this case, will be social media, which is part of the current trends in marketing communication (Sarwar, 2018).

The last category here is the strategic impact, which involves money and measurement. We will need a feasible budget in our communication process and implement ways to assess the degree of impact of the process. We may go for the conventional top-down approach in which we consider the amount of money we think is available, given other budgets and the revenue projections. Here we will have to rely a lot on the advertising-to-sales ratio statistics available. Our measurement will consider two elements of message delivery: how far and wide the message has reached, and how much it has influenced the behavior of the target market in terms of their purchase (Avery & Teixeira, 2019).

Company X’s Digital Marketing Efforts

Given the nature of our target market, which is predominantly the youthful generation, company X is opting for digital media, which is more appealing and available to them. According to Fennell et al. (2018), the target market spends almost 40% of their time on the internet in a single day. Our marketing communication will employ both the inbound and the outbound methods to increase company X’s chances of reaching out to and attracting the target clientele (Gupta & David, 2019). Under the outbound method, we will start the communication by sending a message to the market. The channels available to us are search, video, and display ads. A potential customer will make search engine queries and obtain the results of what they want to know about the products. We may have to make our digital platform more appealing by including logos, rich media, graphics, photos, and videos. Our method will be measured using click-through-rates, conversion rates, and impressions (Fennell et al. (2018).

Inbound marketing will see company X attempting to pull potential clients into its media. Such will be possible if the organic links for company X are ranked higher than that of the competitors during keyword searches. Inbound marketing is today popular due to the reduced influence of advertisements, and the fact that internet usage has risen sharply in recent years. Gupta and David (2019) noted that in the US, slightly over 80% of television viewers avoided commercial ads, and around 75% of the youthful population did click out of a website to prevent intruding ads. However, 80% of potential consumers did conduct internet searches before making a purchase. Inbound marketing, therefore, is a method of engaging clients through the creation of podcasts, blogs, white paper, and search engine optimization (Fennell et al. (2018).

Such engagements will ensure a firm-its product, brand name, and services are available to consumers whenever they search for the information (Gupta & David, 2019). It is a tripartite process of attracting, engaging, and finally delighting the client to earn repeat sales and referrals. Search engine optimization will see company X work to heighten the quantity and quality of website traffic and the exposure to the company brand through the results of the internet search. Our content creation must involve coming up with topic ideas that are appealing to the buyer and modeling the visual or written content around such ideas. Making the information accessible to the intended audience in the form of a video, infographic, a blog, or any appealing format will also be necessary (Gupta & David, 2019).

Conclusion

This memo has served to communicate to the marketing team, an analysis of the firm’s marketing communications necessary in the process of crafting a message to the target audience. The memo has documented that company X needs to impact the cosmetic industry with its skin foundation products. It should thoroughly research the target audience and focus on it. The firm should involve a marketing communication strategy that adheres to the 6M approach, which stands for the mission, market, message, media, money, and measurement. Given the company’s decision to involve digital marketing, the choice seems laudable, given that most users of cosmetics, including skin foundations, are the youthful population.

Our company will have to employ both the inbound and outbound methods of marketing communications. The search, video, and display ads will come in handy in the searches by potential customers. The digital platforms so involved can be more appealing by using logos, rich media, graphics, photos, and videos in outbound marketing. Inbound marketing will involve client engagement through the creation of podcasts, blogs, white paper, and search engine optimization. Such activities will ensure a firm-its product, brand name, and services are available to consumers whenever they search for the information.

References

Avery, J. & Teixeira T, S. (2019). Marketing Communication. Harvard Business Publishing, (8186), 1-48.

Fennell, C., Glickman, E. L., Lepp, A., Kingsley, J. D., & Barkley, J. E. (2018). The Relationship between Cell Phone Use, Physical Activity, and Sedentary Behavior in United States Adults above College-age. http://www.hrpub.org/download/20181130/SAJ1-19910556.pdf

Gupta, S. & David, J. (2019). Digital Marketing. Harvard Business Publishing, (8224)1-73. Sarwar, M. (2018). Digital marketing communications program of FCB BITOPI Advertising Agency. http://dspace.bracu.ac.bd/xmlui/bitstream/handle/10361/11399/13204012_BBA.pdf?sequence=1